ASHA were approached by the Inspired Arts Fair to promote their annual exhibition, where the public are invited to view a wide range of contemporary art and meet the artists involved. It was this intimate element that inspired the ‘Up Close and Personal’ concept. Engaging portraits of the artists were used to highlight the challenging and confident nature of the IAF, while the uncompromising logo gave the campaign a stamp of authority. In fact, ‘Up Close an Personal’ proved to be so successful it was used to re-brand the IAF’s entire identity and has now become an integral part of their philosophy and communications.